Brain Studies & ConversionYulia V SmirnovaSite Experience Manager @ Walmart.com UShttp://www.linkedin.com/in/ysmirnovaBlog...
Brain Studies &Conversion
Attention= mental $$$
Attentiondrives any human  action
David Copperfield   Magician                       Source: Google image, YouTube
3 ways to Manage Attention①Control the Stage Experience②Sprinkle Dopamine into Site Experience③Pump up Oxytocin into Shopp...
Control the Stage ExperienceBe a magician Take shoppers attention where you want it to go
Decision Making in a Human Brain                     Source: David Rock, Your Brain at Work
Decision Stage in a Human Brain      NOT XXXL size
Decision Stage in a Human Brain       Likely xs size
Control the Stage ExperienceReduce Functionality
Control the Stage ExperienceReduce Functionality
Control the Stage ExperienceLimit & Guide Implicitly             Source: Dan Lockton, Design with Intent, Perception Lens
Control the Stage ExperienceSimplify, Automate,           Integrate
Control the Stage ExperienceDo the AUDITION for             THEM                   Source: Holly Carrington , IRCE 2102
Control the Stage ExperienceBe a magician Reduce, simplify, guide implicitly Do the work for them                      ...
Sprinkle   Dopamine into        Site ExperienceOrganic chemical in human brain springs our thoughts and muscles in action...
Sprinkle   Dopamine into   Site Experience                             Source: my Facebook feed
Sprinkle   Dopamine into   Site Experience                             Source: my Facebook feed
Sprinkle Dopamine into Site Experience      Novelty, Surprise,                 Humor                               Source:...
Sprinkle Dopamine into Site Experience      Novelty, Surprise,                 Humor
Sprinkle Dopamine into Site Experience      Novelty, Surprise,                 Humor
Sprinkle         Dopamine into            Site Experience Novelty, surprise, humor activate dopamine Dopamine    re-focu...
Pump Up   Oxytocin into    Shopping Experience
Pump Up     Oxytocin into       Shopping Experience  Organic chemical in human brain triggers  bonding, attachment, also ...
Pump Up Oxytocin into Shopping                            Experience               HUMANIZE“Your shopping cart is so needy...
Pump Up Oxytocin into Shopping                    Experience       HUMANIZE
Pump Up Oxytocin into Shopping                    Experience       HUMANIZE
Pump Up Oxytocin into Shopping                    Experience       HUMANIZE                    Source: TeaCollection.com
Pump Up             Oxytocin into                     Shopping Experience Integrating social, humanizing shopping xp acti...
3 ways to Manage Attention① Control the Stage Experience② Sprinkle Dopamine into Site    Experience① Pump up   Oxytocin in...
3 ways to Manage Attention               2.1. Make            Surprise it easy              me        3. Be       human
Attention is more than $$① Attention = intention② Focused attention = action③ Repeat focused attention = retention
Muita Obrigada Yulia V Smirnovahttp://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com@memespongeyulia@memesponge.com
Brain Studies and Conversion
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Brain Studies and Conversion

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Yulia V Smirnova speech on Aug 25, 2012, Sao Paulo, eCommerce Brazil 2012 @2pm.


Site experience is all about facilitating the right environment to bring to attention what shoppers came for, keep it focused for some time to solidify the decision and bring them back to repeat the same actions.

http://www.memesponge.com/2012/09/brain-studies-behind-conversion-behavior/

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  • Yulia Smirnova, Site Experience Manager at Walmart.com US in San Francisco Bay area.  In her work, she is responsible for identifying 80/20 revenue opportunities for online business through observing patterns in online shopping behavior & streamlining their site shopping experience. Her past accomplishments include: optimizing SEO and conversion for Shopping.com, part of eBay and cart & checkout experience for Texas Instruments. Yulia’s expertise is a rich mix of online marketing, psychology, user experience, design, web analytics and recently neuroscience.  
  • Handpicked products are more convertible & higher AOS/10% more than rest
  • Brain Studies and Conversion

    1. 1. Brain Studies & ConversionYulia V SmirnovaSite Experience Manager @ Walmart.com UShttp://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com@memespongeAug 25, 2012
    2. 2. Brain Studies &Conversion
    3. 3. Attention= mental $$$
    4. 4. Attentiondrives any human action
    5. 5. David Copperfield Magician Source: Google image, YouTube
    6. 6. 3 ways to Manage Attention①Control the Stage Experience②Sprinkle Dopamine into Site Experience③Pump up Oxytocin into Shopping Experience
    7. 7. Control the Stage ExperienceBe a magician Take shoppers attention where you want it to go
    8. 8. Decision Making in a Human Brain Source: David Rock, Your Brain at Work
    9. 9. Decision Stage in a Human Brain NOT XXXL size
    10. 10. Decision Stage in a Human Brain Likely xs size
    11. 11. Control the Stage ExperienceReduce Functionality
    12. 12. Control the Stage ExperienceReduce Functionality
    13. 13. Control the Stage ExperienceLimit & Guide Implicitly Source: Dan Lockton, Design with Intent, Perception Lens
    14. 14. Control the Stage ExperienceSimplify, Automate, Integrate
    15. 15. Control the Stage ExperienceDo the AUDITION for THEM Source: Holly Carrington , IRCE 2102
    16. 16. Control the Stage ExperienceBe a magician Reduce, simplify, guide implicitly Do the work for them Source: Google image
    17. 17. Sprinkle Dopamine into Site ExperienceOrganic chemical in human brain springs our thoughts and muscles in action, helps to focus attention Source: Google
    18. 18. Sprinkle Dopamine into Site Experience Source: my Facebook feed
    19. 19. Sprinkle Dopamine into Site Experience Source: my Facebook feed
    20. 20. Sprinkle Dopamine into Site Experience Novelty, Surprise, Humor Source: Etsy.com
    21. 21. Sprinkle Dopamine into Site Experience Novelty, Surprise, Humor
    22. 22. Sprinkle Dopamine into Site Experience Novelty, Surprise, Humor
    23. 23. Sprinkle Dopamine into Site Experience Novelty, surprise, humor activate dopamine Dopamine re-focuses attention It feels like a reward Sometimes, it’s addictive Source: Daniel Amen, Your Brain in Love
    24. 24. Pump Up Oxytocin into Shopping Experience
    25. 25. Pump Up Oxytocin into Shopping Experience  Organic chemical in human brain triggers bonding, attachment, also known as a “Love hormone” Source: Daniel Amen, Your Brain in Love
    26. 26. Pump Up Oxytocin into Shopping Experience HUMANIZE“Your shopping cart is so needy….”
    27. 27. Pump Up Oxytocin into Shopping Experience HUMANIZE
    28. 28. Pump Up Oxytocin into Shopping Experience HUMANIZE
    29. 29. Pump Up Oxytocin into Shopping Experience HUMANIZE Source: TeaCollection.com
    30. 30. Pump Up Oxytocin into Shopping Experience Integrating social, humanizing shopping xp activates oxytocin Oxytocin drives repeat visits Repeat visits reinforce focused attention now or later Eventually, they convert & bring entire village with them
    31. 31. 3 ways to Manage Attention① Control the Stage Experience② Sprinkle Dopamine into Site Experience① Pump up Oxytocin into Shopping Experience
    32. 32. 3 ways to Manage Attention 2.1. Make Surprise it easy me 3. Be human
    33. 33. Attention is more than $$① Attention = intention② Focused attention = action③ Repeat focused attention = retention
    34. 34. Muita Obrigada Yulia V Smirnovahttp://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com@memespongeyulia@memesponge.com
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